As Director of Media Planning for Paramount Network & TV Land, Shanina evaluates and maximizes the efficiency of promotional time to ensure reach and frequency goals are met on both networks. She strategizes long range plans for channel priorities and oversees the promos airing in episodes streaming on network apps, sites and VOD platforms. She also supervises the media planning scheduling team and manages the intern program.
One of Shanina’s strengths is in collaborative win-win partnerships. In addition to working closely with the Research and Brand Creative teams to implement on-air priorities, she partners with Integrated Marketing to execute sponsorships, collaborates with Sales to rectify channel liability, and leverages relationships to negotiate off channel promotional barter for both networks.
Shanina began her career at Viacom as a Human Resources Summer Associate after receiving her B.A. in Psychology from Amherst College. After the summer program, a temp assignment within the TV Land Programming department introduced her to promo planning. She accepted an offer as a freelance media planner and has since cultivated her career tackling the ever-changing challenges of today’s media industry.
Shanina enjoys championing talent through mentorship. She has participated in several mentoring programs within Viacom and volunteers annually for the 8th Grade Social Studies Exit Project Fair at the Young Women’s Leadership School in Jamaica, Queens. Shanina resides in Queens, New York with her husband and two sons.